The Royal Blue - BYU Cougars Collective

BYU announced on Dec. 22, 2022 the launch of The Royal Blue as the "official collective" of BYU. The Royal Blue signed a corporate sponsorship agreement with BYU, according to a news release. The Royal Blue partnered with the agency Oncoor Sports. According to its website, The Royal Blue "intends to operate as a public charity as described in section 501(c)(3) of the Internal Revenue Code." As part of the collective's launch, BYU Director of Athletics Tom Holmoe filmed a video where he promoted the university's NIL infrastructure and the new collective. The Royal Blue's website lists an eight-member Board of Directors. "The collective is overseen by a board, independent of BYU Athletics, with a goal to deliver a premier Name, Image and Likeness (NIL) solution that enables BYU to attract and develop gifted student-athletes who perform at high levels in sports and become well-equipped to thrive in family, faith and life’s pursuits," according to the news release. "It plans to pool funds from fans, alumni and businesses to help facilitate NIL deals and monetize student-athlete brands." Its website says 87 to 95 percent of proceeds will go to BYU athletes.